Marketing Mix: Location Selection

Lesson Content

• Lesson Plan Template:

  CTE Lesson Plan

• CTE Course Info and Benchmark Notes

  
  

  Program Title: Business Management and Analysis

  Course Title: Business and Entrepreneurial Principles

  Course Number: 8215120

  Career Cluster: Business Management and Administration

  CIP Number: 0552070110

  Course Type: Career Preparatory

  CTE Standard(s) or Benchmarks:

  23.02 Apply decision-making processes to business applications.

  27.01 Identify ways in which businesses compete with each other (e.g., quality, service, location, price).

  30.05 Identify and describe examples of diverse marketing activities.

• Unit Outline

  
  

  This lesson is designed to be used with the case study, “Colossal Cookie Location Quest.” See CPALMS resource ID#210896.

• Career Connection

  
  

  This lesson supports the career building skills of critical thinking, problem solving, researching, analyzing, decision making, oral communication, presentations, collaboration, and use of technology. In addition, this lesson supports business location determination, competition, and marketing strategies, which are essential competencies for business entrepreneurs.

• Learning Objectives

  
  

  Students will be able to:

  • Determine location objectives for Ella's business based on the case study.
  • Apply factors of a competitive business location.
  • Identify ways to use location as a marketing tool.
  • Create a digital poster to share their location selection.

• Prior Knowledge

  
  

  Students should be familiar with:

  • 4 Ps of marketing (marketing mix) concepts.
  • The concept of target market.
  • Conducting online research using a variety of sources.
  • Collaborating with team members.

• Guiding Questions

  
  
  • What should be considered when selecting a business location?
  • How does business location contribute to a competitive advantage?
  • How can business location be used as a marketing strategy?

• Procedure

  
  
  1. To introduce the lesson, pose the following guiding question, using available technology: What factors should be considered when selecting a business location?
     • Ask students to brainstorm and share out.
     • Record student responses using available technology.
     • Assist and redirect students if any class responses are not related to business location selection.
     • Briefly review the 4 Ps of marketing (Product, Price, Place, and Promotion), also known as a marketing mix, target market, fixed costs, competitive advantage, and marketing strategy.
       • Have students complete a graphic organizer (see attachments) of key lesson terms.
       • Guide students through a popcorn key term review class discussion.
  2. Distribute only the case study, Colossal Cookie Location Quest (see CPALMS Resource ID# 210896).
     • Provide students with sufficient time to read the case study.
     • Ask students to notate the case study with any examples of the concepts reviewed in Step 1.
     • Ask students to form small teams (3-4 students suggested per team) and discuss the following questions:
       • Why did Colossal Cookie Creations decide to find a new location?
       • What are the location objectives for this business?
       • What are the various factors that this business must consider while selecting a retail location?
       • Ask teams to share out case study recommendations and record responses using available digital technology.
  3. Distribute Location Recommendations handout (see "Colossal Cookie Location Quest" CPALMS Resource ID# 210896).
     • Review the recommendation and lead a class brainstorming session on the factors for the best cookie business location.
     • Demonstrate how to access and evaluate local real-estate listings.
  4. Ask students to work with their teams to research the local real estate listings and identify the best location for Colossal Cookie Creations if this business were to operate in their own community. Students will create a one-page digital poster to help Ella and her team decide on the best option.
     • Have students consider marketing strategies and competitive advantage while selecting a retail location.
     • Students can use available presentation or other design software.
     • Share the criteria using the attached rubric.
  5. Ask teams to display their posters using available technology.
     
     • Have teams orally present their choices and explain their location selections.
     • Students should be able to explain and cite how they used location recommendations to make their choices.
     • Students should discuss marketing suggestions for the business location.
  6. To bring the lesson to a close, facilitate a class discussion on the best location and determining factors for Colossal Cookie Creations.
     • Have students do a digital gallery walk and vote on the best location proposal (see Teacher Notes).
     • Facilitate a class discussion on the reasons they voted for each proposed location, such as marketing opportunity or competitive advantage.

• Teacher Notes

  
  
  • For the opening activity, it is recommended to write the guiding question on the white board or display on the screen using a projector, prior to the students’ arrival, to use as a bell-ringer activity to activate student learning.
  • It is recommended to present the 4 Ps of marketing (Product, Price, Place, Promotion), the marketing mix, and related concepts, such as target market, prior to this lesson.
  • It is recommended to limit small group size to 3-4 students per team and quick-assign students using one of the team assignment methods, such as count off 1-8, then 1s become Team 1, 2s become Team 2, etc. This will increase heterogeneity of teams, resulting in varying abilities and contributions, thus encouraging creativity and quality of team outcomes.
  • For the closing activity, prepare slips of paper or have students use scrap paper to have students vote for the best location.
  • Pacing
    • Step 1: 10 minutes
    • Step 2: 10 minutes
    • Step 3: 10 minutes
    • Step 4: 15 minutes
    • Step 5: 5 minutes

• Optional

  
  

  Formative Assessment Ideas:

  • Use the graphic organizer to check students' prior knowledge of the key marketing concepts.
  • Utilize individual student and/or team share-out after reviewing the case study to assess student's application of marketing strategies and product management to Ella's business.

  Summative Assessment Ideas:

  • Use the attached rubric to assess students' comprehension of location selection and marketing strategies based on their team posters with final location recommendations and justifications presented.

  Extension Ideas:

  • Invite a guest speaker to discuss the 4 Ps of marketing and competitive advantage of business location.
  • Invite a guest speaker (real-estate agent) to discuss the importance of business location.
  • Invite a guest speaker (business owner) to discuss how business location was selected, why, and how it contributes to marketing strategies and competitive advantage.